Arla Foods has been announced as the sponsor of new ITV cooking show Food. Glorious. Food., with sponsorship idents to be produced by CHI.
The multi-platform package was negotiated by ITV Commercial, Syco and Carat on behalf of Anchor Butter.
Louise Turnbull, senior brand manager at Arla Foods, said: “The Food. Glorious. Food. association is perfect for Anchor’s 'Tastes Like Home' positioning. Our Tastes Like Home message is centred around Anchor being the social glue that brings people together around food. We want to emotionally engage with our consumers, celebrating the everyday moments around food and the pleasure surrounding these. This integrated partnership is a great way to engage with our target audience tapping into the moments in life in which food plays a role. We hope to drive engagement and conversation around our audience's “Tastes like Home” message by encouraging them to visit our website and share their recipes and the stories behind them.”
The deal will also see one of the judges of the series, Stacie Stewart (MasterChef finalist), become a brand ambassador.
Amanda Burningham, director of media partnerships at Carat, said: “We saw great synergy between the premise of Food. Glorious. Food and Anchor’s ‘Taste likes Home’ creative brand platform. Food brings people and communities together, and this is echoed in every facet of this truly integrated partnership.”